IndyCar extends long-running Tag Heuer partnership

IndyCar has signed an extension to its long-running partnership with luxury watch brand Tag Heuer.

Contract:

• Tag Heuer will continue as the official watch and timekeeper of IndyCar and the Indianapolis 500
• The brand to remain the presenting sponsor of the Hulman Terrace Club hospitality suites at the Indianapolis Motor Speedway (IMS)
• Company branding will also continue to have a strong presence at IMS, including on the IMS Pagoda and retaining wall near the Yard of Bricks start-finish line

Context:

Tag Heuer has partnered with IMS and the Indy 500 since 2004, before expanding this collaboration to the wider IndyCar Series in 2014. Already synonymous with one of the world’s most iconic races, Tag Heuer will deepen its bond with motorsport through LVMH Group’s ten-year partnership with Formula One starting in 2025. As part of the luxury goods conglomerate, Tag Heuer is set to replace Rolex as the official timepiece of the global motorsport series.

Comment:

“With more than 20 years of history at IMS, Tag Heuer is a brand deeply rooted in motorsports and the traditions and values of IndyCar and the Indy 500,” said Penske Entertainment chief executive Mark Miles.

“Tag Heuer is an ideal match for the precision and high performance on display at every IndyCar event, most especially ‘The Greatest Spectacle in Racing’.”

Tag Heuer chief executive Antoine Pin added: “Tag Heuer is a brand synonymous with racing, and there is no better proving ground to demonstrate our passion and strong heritage in motorsport than at IMS during the Indy 500 with IndyCar.”

Coming next:

The 2025 IndyCar season begins on 2nd March with the Grand Prix of St Petersburg. Airing on Fox, IndyCar will be the only motorsport series whose races will be shown exclusively on broadcast television in the US.

Go deeper:

• IndyCar 2024 season review: Stuttering viewership and off-track politics overshadow an exciting year
• IndyCar CEO Mark Miles on the Fox media rights deal, expanding into new markets, and plans for an international series